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ARTICLE

Does Header Bidding Benefit Buyers?

September 7, 2016 — by Sheli Steinberg

Our partner OpenX recently wrote in Digiday about how header bidding predicts the future of programmatic exchanges. Jason Fairchild, CRO & Co-Founder of OpenX, explains how advertisers, in essence, are after something fairly simple: “The ability to reach their target audience, at scale, in brand-safe environments.”

Much has been written this year about how header bidding benefits the sell side. For those who aren’t familiar with header bidding, it is an integration on the publisher’s page that exposes each impression to programmatic demand before the publisher’s ad server is called, helping publishers create more competition and understand the true value of their inventory. But header bidding can be good for both publishers and advertisers, enabling the latter group to reach the goal, as Fairchild defines it, of connecting with the customers they want in a safe and scalable way. Header bidding affords visibility to both direct-sold inventory and that offered via exchanges at the same time. It enables advertisers to see a large percent of users instead of only those that were not already bought through guaranteed buys.

MediaMath and OpenX recently decided to truly put header bidding to the test for the buy side. We looked at audience data through our TerminalOne platform and OpenX’s header bidding solution, OpenX Bidder, to see if advertisers could get strong incremental user reach through header bidding. To read the full methodology and results of the experiment, download the case study here.

Sheli Steinberg

Sheli Steinberg is Director of MediaMath's Global Partnerships for the Media team, where she is responsible for driving innovation and accessibility across key supply sources. She is wildly passionate about the opportunities technology brings and remains committed to pushing the envelope to create cutting-edge solutions for advertisers and publishers alike. A lifelong New Yorker, Sheli graduated from Columbia University with a degree in Economics and Mathematics. She found her true passion in adtech after leaving a career in finance where she was responsible for trading, forecasting, and managing risk for Morgan Stanley's high profile clients.